Smart Customer Management
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Smart Customer Management

A Beginner's Guide to Customer-Centric Management

About the Book

Based on the research carried out by the author for the last five years and his extensive experience as a business consultant, Smart Customer Management provides a complete guide to understanding the real implications derived from what he calls the New Age of Customers, and how organizations must transform their thinking and management practices for success. The book stresses the importance of the customer as the key asset of the company and introduces a strategic framework to develop a customer-centered organization. Always from a practical perspective, the author analyzes the main principles governing the Smart Customer Management framework and examines the implementation strategy step by step, as well as the techniques and IT tools needed to unfold the full potential of customer-centered organizations. Smart Customer Management provides the reader with key capabilities and up-to-date resources needed to create customer-centered competitive advantages for business.

About the Author

Francisco J Navarro
Francisco J Navarro

Francisco is a professional with over 18 years’ experience in business consulting, having served with “Big Four” consultancy companies, as well as an entrepreneur. His specialties include large strategic change management and innovation programs in industries ranging from airlines and hospitality, to health services and government. Along his career, he has served as CEO for several sevice companies. He holds a BSc in Economics and an Executive MBA from Instituto de Empresa (Madrid).  

Table of Contents

LIST OF FIGURES.......................................................................................... ix

PREFACE ..................................................................................................... xi

INTRODUCTION .......................................................................................... 1

PART I. FOUNDATIONS OF SMART CUSTOMER MANAGEMENT ................... 9

CHAPTER 1. THE CUSTOMER REVOLUTION HAS BEGUN ........................ 11

CHAPTER 2. WHAT IS SMART CUSTOMER MANAGEMENT ABOUT? ...... 21

CHAPTER 3. THE FIVE PRINCIPLES OF SMART CUSTOMER MANAGEMENT .................................................................................... 31

PART II. IMPLEMENTING THE MODEL ........................................................ 55

CHAPTER 4. THE SMART CUSTOMER MANAGEMENT MODEL .............. 57

CHAPTER 5. FORMULATING AND SHARING A STRATEGY ....................... 63

CHAPTER 6. KNOWING YOUR CUSTOMERS TO IMPROVE RELATIONSHIPS .................................................................................... 69

CHAPTER 7. DESIGNING A SUPERIOR CUSTOMER RELATIONSHIP ......... 83

CHAPTER 8. THE ULTIMATE GOAL: CUSTOMIZATION ........................... 95

CHAPTER 9. MEASURING PERFORMANCE AND RESULTS..................... 105

PART III. MANAGING THE TRANSFORMATION PROCESS .......................... 113

CHAPTER 10. DESIGNING THE SMART CUSTOMER MANAGEMENT ORGANIZATION .................................................................................. 115

CHAPTER 11. INFORMATION TECHNOLOGY GOVERNANCE ................. 123

CHAPTER 12. EVOLVING FROM PRODUCTS TO SOLUTIONS ................... 129

CHAPTER 13. THE CHANGE MANAGEMENT ROADMAP ....................... 135

PART IV. ESSENTIAL IT TOOLS .................................................................. 141

CHAPTER 14. CRM: THE ENGINE FOR BUILDING CUSTOME RELATIONSHIPS .................................................................................. 143

CHAPTER 15. CUSTOMER ANALYTICS: REAL-TIME CUSTOMER KNOWLEDGE ...................................................................................... 151

CHAPTER 16. SOCIAL MEDIA: CONSTRUCTIVE DIALOGUE WITH CUSTOMERS....................................................................................... 159

CHAPTER 17. DEPLOYING IT TOOLS .................................................... 167

CHAPTER 18. CHOOSING IT TOOLS ..................................................... 175

WHAT NEXT? .......................................................................................... 179

APPENDIX A. RETURN OVER THE CUSTOMER (ROC) ................................. 181

APPENDIX B. MEASURING CUSTOMER EXPERIENCE................................. 183

APPENDIX C. IT GOVERNANCE POLICIES .................................................. 187

APPENDIX D. ORGANIZATIONAL STRUCTURES FOR SOLUTIONS ............... 189

APPENDIX E. HOW TO IMPLEMENT A CRM STRATEGY ............................. 193

APPENDIX F. GOOD PRACTICES IN SOCIAL MEDIA MANAGEMENT ........... 199

APPENDIX G. HOW TO CHOOSE AN IT PARTNER ...................................... 203

ABOUT THE AUTHOR............................................................................... 211

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